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TV ADS GO ONLINE AT SPANISH SOAP

Hispanic soap opera Luisa Fernanda, online at Enovela.com, now comes complete with commercials. “Enovela.com is the first Spanish-language Web site that we know of to feature online commercials that are currently seen on television,” said Robert Hernandez, president and chief executive officer of the Austin, Texas-based Web venue. Television spots for Jarritos soft drinks are airing daily during each five-minute episode of love, passion and intrigue. The ads for the California beverage company, produced by Acento Advertising, Los Angeles, were placed on Enovela.com by Hispanic media-buying service Amistad, Austin. “We are looking at it for a number of other clients including J.C. Penney,” said Amistad managing director David Flynn. “It looks like an interesting opportunity.” Enovela.com hopes to develop more than 20 Spanish-language soap operas, all scheduled to air during the next 12 months in an attempt to cover a wider market. Flynn envisages additional online Latino ad opportunities. “Once Univision.com is online and computers become more low cost, it is going to change the landscape a lot,” he said. –Calvin Palme